Abstract

The research in this thesis examines the influence of celebrity endorsement towards purchase intention in the context of Ari Lasso and Daihatsu Luxio. Celebrity endorsement is represented the characteristics of the celebrity which are conceptualized by constructs of trustworthiness, expertise, familiarity, likability, similarity, product-fit. The data gathering was carried out using questionnaire where the sampling method was purposive judgment. The number of research respondents is 160 in which the writer managed to get 157 valid questionnaires. The analyses pointed out that celebrity characteristics, as a unity, do affect purchase intention. However, the model can only explain 38.4% of the variabiity in purchase intention. Further information is acquired as intervening variables are employed In the case where affective and cognitive attitudes toward the advertisement are employed, celebrity characteristics managed to explain 53.1% variability in the affective side and 49.4% in the cognitive side. Moreover, those attitudes toward advertisement managed to explain 47.9% variability in attitude towards the brand. Eventually, Attitude towards the brand managed to explain 65.9% variability in purchase intention.